“‘Pump It Up’ has done research and studies showing that moms’ concerns about the lack of imaginative play in their children’s lives has come above bullying and obesity,” said Marisa DiMartino, the co-owner of ‘Pump It Up.’ “So those are pretty staggering numbers, and that’s when our campaign started of support imagination, ‘Save Childhood, Support Imagination.'”

The idea of an ‘Imagination Station’ is one of the tips ‘Pump It Up’ provides for parents on how to incorporate imaginative play at home.